The proportion of my local supermarket given over to toothpaste is mind blowing. It's like the beginnings of some sort of Brontitallian Shoe Event Horizon.

For what is essentially just a mild abrasive plus fluoride, the baffling array of variations on a theme on display, mostly from the same few fmcg conglomerates anyway, is just ridiculous.

It’s probably a strategy. They overwhelm you with choice. So you end up with some simple heuristic like more expensive is better. Get something middle of the pack and you are still overpaying 200%.

Yes, which would seem around in line with inflation. I was replying to a comment talking about seeing toothpaste for £5, which gives the impression that perhaps the price of toothpaste has rocketed past that of inflation, which doesn’t appear to be the case.